Duke Health and Facebook Advertising Case Study

Facebook has released a case study that highlights the success of Duke Health’s advertising on its social networking site. One recent study found that healthcare organizations spend the most on Facebook advertising, but have the lowest returns on their investments. The case study sheds some light on the following questions:

Facebook has released a case study that highlights the success of Duke Health’s advertising on its social networking site. One recent study found that healthcare organizations spend the most on Facebook advertising, but have the lowest returns on their investments. The case study sheds some light on the following questions:

What targeting options were most effective?

What drove campaign costs down?

What happens when I use a Facebook landing page vs. External URLs?

Can we measure the benefit of Friends of Fans targeting?

When should we use a traditional ad vs. post ads?

Are Sponsored Stories effective? If so, how effective?

Are there a minimum number of fans required for Facebook marketing success?

BrightWhistle, also involved in the case study, reports that Facebook has recently greatly improved its explanation of the various marketing options available and Ads and Sponsored Stories Guide.pptx is a must read for any marketing professional considering a Facebook ad campaign.